Course Syllabus
Advertising & Globalization
Global Society
Course Number: ADV 853-702
Credit Hours: 3.0
Semester: Fall 2025
Format: Asynchronous
Instructor: William B Cook
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The course syllabus provides you with the course schedule, course objectives, explanations of assignments and assessments, grading policies, and instructor contact information. Please read it carefully. You should have a deep familiarity with the schedule and process of the course.
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Basic Course Information
General Education
This course fulfills the General Education area of Global Society.
GenEd Global/World Society courses explore societies and cultures outside of the United States. These courses take one of two approaches. Some concentrate on a single nation or region, examining in depth its political, social, historical, cultural, artistic, literary, geographic, and/or economic landscape. Others investigate globalization and its effects across nations and regions.
Global/World Society courses are intended to teach students how to:
- Understand the influences (e.g. political, social, historical, cultural, artistic, literary, geographic, economic) on world societies or processes (e.g. globalization) linking world societies;
- Access and analyze materials related to world societies and cultures;
- Develop observations and conclusions about selected themes in world societies and cultures;
- Construct interpretations using evidence and critical analysis; and
- Communicate and defend interpretations.
Meeting Time and Location
This course is administered online in an asynchronous manner. That means there is no regularly scheduled class time.
Instructional Methods: Readings, videos and documentaries, video-based lectures, individual activities, individual assignments, discussion boards, quizzes and exams
These instructional methods will be organized in weekly modules on Canvas, with detailed instructions provided for each assignment.
Instructor Information
My Name:
Professor William Cook
Please refer to me as Professor Cook. My pronouns are He/Him/His.
My Contact Information
Please reach out to me at any time for assistance with the course or just to chat about the field or navigating university life. The best way to reach me is to send me a message through the Canvas inbox or email me at william.cook@temple.edu. I will generally respond within 24 hours, Monday through Friday. Please do not send a follow-up email before 24 hours have passed.
My Office
Annenberg Hall, Room 309
Student Drop-In Hours: Seeking out individual assistance from the instructor is a normal part of the learning process. I set aside 12:30pm-2:00pm on Tuesdays and Thursdays for you to come to my office with no appointment necessary. We can discuss the course content, your progress on the assessments, your future in the field, or anything else you need to talk about.
If my regular Drop-In Hours don’t fit your schedule, please email me to make an appointment. I want to help you succeed!
Purpose of the Course
Overall Purpose
This General Education Global Society course expands the breadth of your knowledge and skills, adding to the depth acquired in your major. This course emphasizes the critical competencies of critical thinking, oral/written communication, and information literacy while delving into the world of global advertising and marketing.
Overview of the Course
Explore the current global scope and reach of advertising in our connected, digital age. Study major interdisciplinary themes related to the spread of consumerism, self and social identity, global consciousness, and cross-cultural effects as a result of the worldwide spread of advertising as part of the free market system. Particular attention is given to cross-cultural issues related to cultural imperialism, legal and societal constraints, ethical questions, universal values and green marketing.
Course work includes comprehensive survey of print and broadcast advertising found in other countries. NOTE: This course fulfills the World Society (GG) requirement for students under GenEd and International Studies (IS) for students under Core. Students cannot receive credit for this course if they have successfully completed ADV 0953.
Credit Hours: 3.0
Learning Goals
Upon successful completion of this General Education course, you will be able to…
- Describe the current state of advertising, as it is practiced domestically, internationally, and globally
- Discuss advertising's role in the marketing plans of multinational corporations in search of global audiences
- Articulate the various meanings, dimensions, and measures of globalization, cultural colonialism, consumerism and commercialism
- Identify and understand the magnitude of major global advertising holding companies.
- Describe the environmental factors affecting global advertisers such as the impact of cultures, regulation, competition, and political and economic forces on global communication decisions
- Understand the resistance to globalization, to global brands, and how certain countries enact policies to protect their cultures
- Explain how cultural differences affect responses to advertising
- Critically analyze the ethical issues raised by international and global advertising practices
- Make an informed judgment on how digital technologies will affect the advertising industry in the future
All materials, activities, and assessments of this course are designed to help you achieve these goals. If at any time you feel that you are not making progress towards one of these goals, please reach out to me. It is my job to help you get there!
The Learning Environment
How Class Will Be Conducted
This is an online asynchronous course with no set meeting times. You can choose when to complete your work throughout the week, but most successful students block off specific times in their schedule to dedicate to the class and log in several times a week.
The course is organized into weekly modules, each containing a combination of readings, multimedia content, and assignments. You can expect a mix of video lectures, PowerPoint Presentations, and interactive activities designed to reinforce the material. I will post weekly announcements to keep you on track and informed, and I will check discussion boards regularly to engage with student posts and answer questions.
Written or video feedback on assignments is typically provided within one week of the submission deadline. I aim to be present and responsive throughout the course, and you are encouraged to reach out with any questions or concerns at any time.
Classroom Civility
It is important to foster a respectful and productive learning environment that includes all students in our diverse community of learners. Our differences, some of which are outlined in the University's nondiscrimination statement, will add richness to this learning experience. Therefore, all opinions and experiences, no matter how different or controversial they may be perceived, must be respected in the tolerant spirit of academic discourse.
Treat your classmates and instructor with respect in all communication, class activities, and meetings. You are encouraged to comment, question, or critique an idea, but you are not to attack an individual. Please consider that sarcasm, humor, and slang can be misconstrued in online interactions and generate unintended disruptions. Profanity should be avoided as should the use of all capital letters when composing responses in discussion threads, which can be construed as “shouting” online. Remember to be careful with your own and others' privacy. In general, have your behavior mirror how you would like to be treated by others.
For more information, please visit the IDEAL website.
Materials
Required course materials are available from the Follett Bookstore at Temple University. Please note that the Follett bookstore offers a guaranteed price match for course materials.
For this course, the cost range, including all books, online access fees, expenses, and other materials, is approximately $20-$60.
Required Materials
Title: Global Marketing and Advertising, Understanding Cultural Paradoxes, 6th Edition
Author: Marieke de Mooij
Year & Edition: 6th Edition
Links to other required readings, videos, etc., will be supplied electronically in Canvas in the appropriate module. These items will be provided to you at no additional cost.
Software or Other Supplies
If you need access to basic software for creating documents, slideshows, or spreadsheets, you have free access to Microsoft 365.
Whether you use a paper or digital tool, you should have a calendar for managing your schedule. I use Outlook calendar, a software available to you as part of the Microsoft 365 suite of tools. Similarly, I expect you to take notes while reading course materials and during lectures, but the choice is yours whether to use software or paper.
Accessibility
It is important to me that every student has the opportunity to succeed in this course. Please reach out to me if any obstacle is in the way of your success.
Any student who has a need for accommodations based on the impact of a documented disability or medical condition should contact Disability Resources and Services (DRS) located in the Howard Gittis Student Center South, 4th Floor at drs@temple.edu or 215-204-1280 to request accommodations and learn more about the resources available to you. If you have a DRS accommodation letter to share with me, or you would like to discuss your accommodations, please contact me as soon as practical. I will work with you and with DRS to coordinate reasonable accommodations for all students with documented disabilities. All discussions related to your accommodations will be confidential. Students can learn more about the accommodation process and pre-register on the DRS website. Students may register at any time during the semester, but accommodations are not active until you register, so I recommend doing so as early in the semester as possible.
Information regarding accessibility for additional technologies is provided below:
Resources and Support
Sometimes the biggest factors impacting student success are things happening beyond the scope of the individual classroom. Temple provides a wide array of resources both to help you overcome academic challenges and those not directly related to the educational challenges of the course. Please reach out to me if you need help deciding which resources might be right for you.
Undergraduate Research Support
Disability Resources and Services
If you are experiencing food insecurity or financial struggles, Temple provides resources and support. Notably, the Temple University Cherry Pantry is in operation, as well as a variety of resources from the Division of Student Affairs.
Library Resources
Temple University Libraries provide resources to assist Temple students with their class projects and research needs. Visit the Libraries’ website to find millions of articles, books, video, and other resources, both in print and online.
The site also provides tutorials to help you start your research, as well as subject and course research guides to help you identify resources that may be particularly useful for this class.
Contact the library at any stage of the research process. You can chat with a librarian 24/7 or make an appointment with your subject librarian, who can help you explore a topic, craft a research question, and identify and cite sources.
Course Schedule
This course will follow a predictable, easy-to-navigate pattern. See Temple's Academic Calendar for important dates.
|
Week |
Dates |
Prepare for Class |
Assessments Due |
|---|---|---|---|
|
1 |
8.25.25-8.31.25 |
See Canvas Module |
8.31.25 |
|
2 |
9.1.25-9.7.25 |
See Canvas Module |
9.7.25 |
|
3 |
9.8.25-9.14.25 |
See Canvas Module |
9.14.25 |
|
4 |
9.15.25-9.21.25 |
See Canvas Module |
9.21.25 |
|
5 |
9.22.25-9.28.25 |
See Canvas Module |
9.28.25 |
|
6 |
9.29.25-10.5.25 |
See Canvas Module |
10.5.25 |
|
7 |
10.6.25-10.12.25 |
See Canvas Module |
10.12.25 |
|
8 |
10.13.25-10.19.25 |
See Canvas Module |
10.19.25 |
|
9 |
10.20.25-10.26.25 |
See Canvas Module |
10.26.25 |
|
10 |
10.27.25-11.2.25 |
See Canvas Module |
11.2.25 |
|
11 |
11.3.25-11.9.25 |
See Canvas Module |
11.9.25 |
|
12 |
11.10.25-11.16.25 |
See Canvas Module |
11.16.25 |
|
13 |
11.17.25-11.23.25 |
See Canvas Module |
11.23.25 |
|
14 |
11.24.25-11.30.25 |
Fall Break! |
N/A |
|
15 |
12.1.25-12.7.25 |
See Canvas Module |
12.7.25 |
|
Finals |
N/A |
See Canvas Module |
Final Project |
Grading & Assessment Guidelines
Grading Scale
|
Percentage |
Letter Grade |
|---|---|
|
94-100 |
A |
|
90-93 |
A- |
|
87-89 |
B+ |
|
84-86 |
B |
|
80-83 |
B- |
|
77-79 |
C+ |
|
74-76 |
C |
|
70-73 |
C- |
|
67-69 |
D+ |
|
64-66 |
D |
|
61-63 |
D- |
|
0-60 |
F |
Course Minimum Grade
A grade of “C-” or better is required in all GenEd courses for you to satisfy a General Education requirement.*
I will do my best to warn you if you are in danger of not meeting this minimum, but you should reach out to me if you become worried about not achieving the minimum needed grade.]
Assessment Summary
The assessments in this course have been created for two reasons: (1) For you to demonstrate your progress towards the learning goals for the course and receive useful feedback. (2) For you to practice skills and develop ways of thinking that will be of use to you in the future.
|
Grading Item |
Due Date |
Points |
|---|---|---|
|
Discussion Board Posts |
Various |
220 |
| Reading Checks/Quizzes |
Various |
120 |
|
Writing/Research Assignments |
Various |
100 |
|
Final Project |
TBD |
100 |
|
Participation/Preparation |
N/A |
50 |
Discussion Board Posts (120 Points)
Throughout the semester you will be assigned weekly readings in the textbook, supplemental readings from secondary sources, PowerPoint presentations to review, TEDTalks and documentaries to watch, and other material to absorb and reflect upon. Please see the Course Schedule for these items and due dates.
The Discussion Board is a place for you to answer questions on these materials and interact with your fellow students. Each week I will ask you (2) questions and you will be responsible for answering these questions in full. Some questions will be based on the reading, some on the video lecture, some on the documentaries, and others will challenge you to do a little research. This takes place of class conversations and small-scale group work.
Each response will vary in length, and I will make it clear what the requirements are. In addition, each question is worth 5 points, and over the next 12 weeks you will answer 24 questions for a total of 120 points. This is a major part of your grade so please take this seriously! Here is how I grade discussion board answers:
-
- 5 Points: Goes above and beyond, meets or exceeds the length requirement, is a thoughtful, sophisticated and fully developed response, and is error free.
- 4 Points: Satisfactorily answers the question and meets the length requirement, but contains small errors, mistakes or lacks sophistication of thought.
- 3 Points: Answers most aspects of the question, but is short of the required length, contains errors or mistakes, and lacks sophistication of thought.
- 2 Points: Only answers a few aspects of the question and fails to meet the length requirement. Contains major mistakes or errors.
- 1 Point: Barely answers the question and does not meet the length requirement. Lacks development, clarity and focus. No sophistication of thought.
- 0 Points: Question is unanswered or completely off topic.
NOTE: In addition to responding to each Discussion Board prompt, you are expected to read your classmate’s posts and chime in with thoughtful responses, questions and ideas. Your goal is to respond to at least 1-2 other posts per week. It is okay to challenge the thoughts and ideas of others, but please be respectful (see section on classroom culture and etiquette). Plus, by actively responding to posts and making comments on the Discussion Board you will contribute to your overall Participation/Preparation Grade.
Overview of Reading Checks/Quizzes (220 Points)
Each chapter of Global Marketing and Advertising, Understanding Cultural Paradoxes will have a corresponding reading check (quiz) assigned to complete. Each reading check will include 20 questions (10 True/False and 10 Multiple Choice) for a total of 20 points. There are 11 chapters, which translates to 11 reading checks and 220 total points. You will have 30 minutes to complete each reading check.
Overview of Writing/Research Assignments (100 Points)
Writing/Research assignments will consist of 2-3 page reflection papers and small research assignments based on the weekly readings. Each assignment will be worth 20-30 points. There will be a total of four assignments, which translates to roughly 100 points. More information will be posted in each weekly module.
Final Project (100 Points)
The final project allows you as a student researcher to identify a global brand and complete a research report on its international advertising strategies and tactics. The assignment will be due at the end of the summer semester and will be worth 100 total points. More information will be posted later in the semester.
NOTE: More information on each assessment will be provided in the weekly Canvas Modules.
When planning your semester, I recommend adding all due dates to your calendar. For the more extensive assessments, I recommend scheduling at least two separate hour-long work/study sessions per week for the two weeks before the due date. The final project will require more time.
Late Submissions/Missed Exams & Quizzes
Life gets in the way for all of us from time to time. Please notify me if you may miss a deadline or an exam/quiz as soon as possible. Please do not delay in informing; as soon as you suspect a problem, let me know. Depending on the timing and the specific assessment, I may ask you to give me a copy of your current draft. Whether you will be given an additional opportunity to complete the assessment will be decided on a case-by-case basis.
Class Attendance & Participation
Because this is an online asynchronous course, there are no required meeting times. However, consistent engagement throughout the week is expected and counts as your "attendance" in the course. At a minimum, students should log in at least two to three times per week to view course materials, complete assignments, and participate in discussions. Most assignments will have weekly deadlines, and some activities, such as discussion boards or collaborative projects, may require you to log in more frequently. Staying active and on schedule is essential for your success in the course.
School-Life Conflict
Many unpredictable things can happen over the course of a semester. If you find yourself struggling to balance your education and your other commitments, please reach out to me immediately so that we can work together to build a plan for your success. Some of the resources in the next section may also be of use to you.
Religious Holidays
It is your right to observe religious holidays without impacting your opportunity to learn and succeed in this course. Please reach out to me at the start of the semester so that deadlines can be reviewed in advance of your religious observations. You will still be held responsible for course content and any assignments, but you will not lose points for attendance and participation on days important to your faith.
Caregiver Responsibilities
I have great respect for students who are pursuing their education while responsible for the care of children or other family members. Please contact me if you encounter challenges that require you to miss a class session or if your caregiving responsibilities are interfering with your success in the course. Together, we may be able to find some flexibility to support your learning.
Withdrawal
If you are considering withdrawing from the course after the add/drop date, please don’t make that decision alone! Withdrawing from the course without talking to me first eliminates the possibility of finding a path to success for you. Furthermore, it is extremely important that you consult your academic advisor before withdrawing. They will be able to walk you through how the withdrawal would impact your progress towards your degree and your graduation date.
Please check the academic calendar for the last day to withdraw from a course.
Incomplete
A student will be eligible for a grade of “Incomplete” only if the student: 1) has completed at least 51% of the work at a passing level, 2) is unable to complete the work for a serious reason beyond their control, and 3) files a signed agreement with the instructor outlining the work to be completed and the time frame in which that work will be completed. The student is responsible for initiating this process, and all incomplete forms must be sent to the Associate Dean for Academic Affairs prior to the start of study days in that semester.
Please refer to the following for further details: Temple University’s Incomplete Policy. (Policy #02.10.13).
Technology Guidelines
Technology Requirements
To participate in this course, you will need the equipment, software, and internet access necessary to reliably use Zoom and Canvas, as well as “productivity tools” like word processors and slide show creators.
Limited resources are available for students who do not have the technology they need for class. Students with educational technology needs, including no computer or camera or insufficient Wifi access, should submit a Student Technology Assistance Application located in TUPortal and linked from the Dean of Students Support and Resources. The University will endeavor to meet needs, such as with a long-term loan of a laptop or Mifi device, a refurbished computer, or subsidized internet access.
Note that there are technology resources available for students, including on-campus computers available for student use, the Tech Center computer labs and free laptop and battery borrowing at Charles Library, software that is available for free download and other specialty software that may be available for remote access through ITS.
Technical Support
For a listing of technical support services available to Temple University students, see the Tech Support page.
Live Chat or Request Help: help.temple.edu
Phone: 215-204-8000
Email: help@temple.edu
Website: its.temple.edu
Location: The TECH Center, Room 106
Privacy and Data Protection
Please see the links below to become familiar with the privacy policies for each of the following:
AI Policies
The use of generative AI tools (such as ChatGPT, Gemini, Microsoft CoPilot, etc.) are not permitted in this class; therefore, any use of AI tools for work in this class may be considered a violation of Temple University’s Academic Honesty policy and Student Conduct Code, since the work is not your own.
Academic Guidelines
Academic Freedom
Freedom to teach and freedom to learn are inseparable facets of academic freedom. I have the freedom and responsibility to design and facilitate our learning environment to best achieve the promise of the course as outlined in its official description. You have the responsibility to engage with the course in good faith and freedom from mistreatment when your opinion differs from mine. Note that it is not an abuse of this freedom for me to require that you support relevant opinions with clear argumentation and solid evidence. For more on academic freedom, consult the official Temple policy on the matter.
Academic Integrity
Temple University believes strongly in academic honesty and integrity. Plagiarism and academic cheating are, therefore, prohibited. All work you submit for assessment should be your own efforts. For more on this topic, consult the relevant portions of Temple Bulletin and the Student Conduct Code.